Hormel Black Label bacon unveiled a new consumer experience called The Black Market on its website Monday.

Customers can access this virtual reality platform online at blacklabelbacon.com. Users can add to their experience with a limited number of custom bacon-scented Google Cardboard eyewear that is available, at no cost, on The Black Market. Google Cardboard was developed for use with a head mount for a smartphone. Named for its fold-out cardboard viewer, the platform is intended as a low-cost system to encourage interest and development in VR applications.

“We’re proud to advance our mission of celebrating the exceptional, pushing bacon-forward and bringing better bacon into more homes with new distribution channels and buying experiences,” said Steve Venenga, vice president of marketing at Hormel Foods. “The bacon needs of consumers and Hormel Black Label bacon customers are constantly changing, prompting us to create experiences that deliver beyond their expectations.”

The Black Market enables users to navigate four bacon worlds of variety, including a Dark Woods, a Volcano, a Salty Sea and the darkness of Outer Space to unlock and purchase select varieties of Hormel Black Label bacon in virtual reality.

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